Doreen Reinstein
For U.S. travel advisors, recommending a truly sustainable African safari is like traveling through the certified jungle. While customers increasingly expect sustainable options, identifying truly responsible operators among the many eco-labels and certifications is becoming increasingly complex.
“We are definitely seeing a shift in travel trends where customers want to know they are impacting the community and giving back while still delivering an amazing safari experience,” said Lisa Saint of Meridian Global Travel. However, she pointed out that specific certification appears to be less important to customers than ensuring a positive impact on their tourism revenue.
The sentiment highlights a growing trend. “As time goes by, travelers [booking with] Andrea Ferry, sustainability coordinator at Singita, added: “Premium brands have developed an expectation that sustainability is part of the guest service and experience, rather than an add-on or an afterthought.” Customers are no longer just demanding environmentally friendly Choices, they expect those choices.
B Corp Issues
although B Corp Certification Finding the right hotel may seem like a simple solution—the organization is globally renowned and well-known to many in the U.S. market—but the reality for African tour operators is much more complex. “It took us 18 months to get B Corp certification,” said Lianne Goldring. Mahratini Luxury ToursIt added that the agency is one of only two African travel companies to have received the certification.
Goldring noted that the model is well suited to first-world countries such as the United States and the United Kingdom. “For us, everything has to go through an African lens, and a lot of what we do, especially in conservation and sustainability, actually ends up being There is no point in achieving this purely because the legislation, government policy and required paperwork do not meet the strict standards,” she said.
• Relevant: A new eco-conscious safari brand is about to debut
As sustainability expert Melissa Foley explains, “B Corp is the most comprehensive and rigorous certification level in the world,” but it’s nearly impossible for African companies to meet its standards, inadvertently penalizing influencers who lack the resources to comply of operators.
Therefore, relying solely on B Corporations risks overlooking small, community-focused African operators who are committed to sustainable development. “The unintended consequence is that smaller, community-based tourism businesses may fall by the wayside,” said Foley, a sustainability consultant for organizations including the African Tourism Association and the World Bank.
This challenge is becoming increasingly important as regulations tighten around the world. The European Union has recently introduced strict regulations to tackle “greenwashing” and require companies to report on the social and environmental impacts of their supply chains. While these regulations will not directly impact U.S. operators, they set a precedent for global standards and highlight the growing importance of verifiable sustainability credentials.
“Even if the U.S. doesn’t adopt similar regulations anytime soon, adhering to these practices is good business sense. For U.S. travel agencies, promoting hotels certified by the Trusted Program ensures they stay ahead of consumer expectations while supporting efforts in sustainability A destination that is leading the way in terms of development,” said Rachel Nxele, Communications and Engagement Coordinator at Fairtrade Tourism.
This is where local certification organizations become critical. “Fairtrade tourism is really valuable because they understand the local context. They will guide suppliers throughout the process, providing roadmaps and examples of operational improvements. They are willing to work with other certifications, which is crucial in East Africa, Because there are so many certified tour operators in East Africa who own hotels,” said Mellissa Foley, an expert on sustainability in the African tourism industry. “For smaller operators and hotels, Fairtrade Tourism offers adjustable fees. It’s a non-profit organization focused on helping businesses, basically covering audit services and core support. This is vital for African businesses. “
What agents should look for
So how can U.S. travel advisors confidently identify a truly sustainable safari experience in Africa?
Foley advises advisors not to feel overwhelmed by the certification environment. “If you go to[[[African Tourism Association]websiteyou will find a comprehensive list of certification programs operating in Africa, listed by country-specific, region-specific and international programs with an African footprint,” she said.
For Africa in particular, she recommends looking for Fairtrade Tourism Certification and Tour Operator Travel Lifestyle Certification – two organizations with long-standing experience in the region.
In addition to certification, Singita’s Ferry provides travel advisors with practical ways to verify sustainability claims:
• Check whether the hotel is sharing statistics and data consistently across multiple time periods.
• Seek clear quantifiable targets and transparent impact reporting.
• Evaluate whether social media content has a consistent sustainability theme, not just the occasional “green” post.
• Ask about active conservation and community projects.
• Ask about local sourcing practices for food, beverages and decorations.
“Certification can be expensive, time-consuming, and have a heavy administrative burden. Some hotels may choose to use those funds for direct impact projects rather than certification. That’s not to say the quality of their work is substandard at all,” Ferry said.
• Relevant: Local tourism is on a growth curve
For U.S. agents, building relationships with trustworthy ground operators has become critical.
“I think it’s more important to know and trust the relationship you have with the safari operator,” says Meridian’s Saint. “If you’ve never used an operator before or sold a safari, I would do a Zoom or Make a discovery call to see their overall offering and make sure sustainability questions are asked and answered. ”
Foley emphasized that “any business that profits from tourism in Africa has an ethical obligation and is also a marketing opportunity to gain a deeper understanding of the social and environmental impacts.” This provides U.S. travel advisors with a way to position themselves as experts. Opportunities, regardless of their certification status, to guide their customers to make truly sustainable choices.
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